Incremental Apple should 'swing for the fences'

Apple Watch has sold well, but the wearables category itself hasn't proven to be nearly as hot as Mp3, smartphone and tablets, all categories where Apple redefined the market. The 18-year-old south London student, who worked two jobs on the side to help afford the gadget, couldn't imagine being without the company's latest tech product. But before the year was out, he would sell his 38mm Apple Watch Sport. "The only advantage over my iPhone was the exercise tracking abilities, but they weren't worth the 350 I paid for it," he says. That sort of customer testimonial would keep most CEOs up at night. And it represents a rare miss for the world's most-valuable company, which over the past decade has risen to iconic status -- and a 575 billion market cap -- on the back of its once-groundbreaking, billion-selling iPhone.